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The decline of the Trade shows

Trade shows decline due to the Internet

Trade shows are expensive - Websites cost significant lesser

The Internet has become a 24 x 7 worldwide trade show

Problem: identifying the incognito visitors on your website

Trade shows for business to businesses (B2B) used to be the places for
exposing new products and solutions to the market.
It had become great place for meeting with customers and finding
prospects or lead generation.
At the same time a vendor, an importer, a distributor or manufacturer
could get a quick update on new offerings on the market by strolling
through the corridors around his booth as companies with similar offerings were grouped
together.
Even financial institutions came to visit trade shows in order to learn
about a specific trade or business segment as all-important players
were lined up near each other.

Trade shows could cost heaps of money, but was paid back by leads,
prospecting, customer contacts and brand exposure. The latter was sometimes even more important in order to show off to your competitors and customers how well the company was doing, by the
size and the costs involved in the booth price and running the booth
(including parties).

However times have changed:

New products are first announced on the Internet

Vendors and manufacturers do their competitive analysis on
the Internet

Potential buyers or existing customers gather information
over the Internet.

And Sales people are spoiling their time on booths, waiting
for a visitor to pass along.

Moreover Sales are starting to spend more time on the mobile
phone or behind their portable during trade shows, than actively looking
to
capture leads on the trade show. This due to the fact of the ever
decreasing number of visitors on the trade shows.

The extinction of Trade shows by the Search Engines

It is not so much the Internet, which has killed the trade shows, but
the search engines. They make it possible to find products and
services 24 by 7 in a very easy and convenient way.
The whole Internet with all it's websites, have become the biggest
tradeshow, open night and day and with worldwide reach.
People or potential buyers can look for any product or any service by
just tapping a few keywords on a search engine.
The outcome of the search can be manipulated or website (advertising)
links can be added at a cost to influence the potential buyer.
This is all about Search Engine Optimization and Advertising techniques.

Thus now instead of getting visitors at your booth, your company gets
visitors on its website. Not solely during a specific time lap, but
any moment of any day of the year.

Virtual Incognito Visitors

These virtual visitors pose several problems:

Timing: any moment of the day

Frequency of visits: as much as they want or feel like

Interests: anything on your website and they won't tell
you what

Identification: the more anonymous the more they like it.

Groups by company: people don't come in groups to your
website as they do on trade shows, they visit this individually

Communication: has become unidirectional (one direction)
and the same message for everybody:
whatever is on your website is your communication to your visitors.

Contact data: hardly any visitor leaves a contact like
email or telephone number. It is rare but it happens

Due to the decreasing number of leads captured on Trade Shows, possibility of sending mailings has decreased too.
As there are less leads obtained from trade shows, less number of people
can be addressed.
This is a problem for all solutions based upon emailing.

Identifying visiting companies without sending email first

This makes the LEADSExplorer solution even more interesting and needed, as it will track every visitor, who will visit your website, instead of visiting your booth on a trade show.

Know who visits and why

Clients

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A powerful service that helps marketers discover who’s visiting their site, identify their interests, segment visitors based on company size and industry, track results through reporting, ...
The LEADSExplorer staff is sophisticated about website lead capture technologies and practices, and easy to work with for both U.S. and European countries..- Tom Pick, KC Associates